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CORE OF THE PROBLEM?

It adds that these youth-focused features have also "turned off older audiences", who are said to "favour Facebook's less complicated social network experience".

Speaking to The Sun, top GBH Insights analyst Daniel Ives said: "We do believe the younger demographic is highly engaged on Snapchat as well as Instagram.

"Younger millennials have been magnetically attracted to Snap's platform as this has been the company's sweet spot over the last few years."
"We believe 2018 could be shaping up to be a solid year for Snapchat," he explained, adding that he expects Snapchat to have 200 million users by the end of 2018.
"Facebook needs to defend its turf on this demographic as Snapchat is aggressively going after this user base," Ives added.

Facebook recently revealed that the number of Americans using its social network had fallen for the first time ever in 2017.

CEO Mark Zuckerberg said that time spent on the site fell by 50 million hours last year.